Be original. Google favors “fresh” and original content. At least once a year, inspect your website’s dustier nooks and crannies, and freshen up the copy as needed. Spritz in some flavorful wording, and banish bland, banal sentences.

Make it digestible. No man, woman, child or mysterious search engine robot wants to plow through massive chunks of text. Take time to format your pieces. Break up paragraphs with subheads and bullet points, and bold important words and phrases to facilitate scanning.